April 13, 2012
Weetabix Golden Syrup is gearing up for a very big day, as a brand new advertising campaign is set to hit TV screens on 16th April 2012.
The new campaign focuses on the role that Weetabix Golden Syrup can play in helping families through a particularly busy day, featuring a light-hearted series of events in which an exhausted dad desperately tries to keep up with his energetic and exuberant young boy.
Created by ad agency BBH, the ad builds on the ‘Fuel for big days’ campaign strategy adopted by the Weetabix brand, and will run as a series of 30” adverts nationally.
Launched in February 2012, Weetabix Golden Syrup, a sweeter form of the Weetabix biscuit, is baked with Golden Syrup, and is the latest innovation from Britain’s most loved cereal. It contains half the sugar of the average sweetened cereal*.
Supporting the TV will be an online 60” advert, as well as a series of digital and social media initiatives and a PR campaign. The advert will also encourage consumers to talk about the new product online, featuring hashtag #GoldenFuel on both TV and online executions. This is the first time Weetabix has included a hashtag in an advert.
Commenting on the new ad, Francesca Davies, Weetabix Marketing Manager, said, “Modern-life is very busy for both adults and children and, from time to time, we all need a little bit of extra energy to help get us through the day. We wanted to create an ad which both adults and kids can relate to, which is funny and positions Weetabix Golden Syrup as the perfect way for everyone to fuel up for those days which are unexpectedly a little bit busier than others.”
Dominic Goldman, Creative Director, BBH said, "Whenever you see dads out alone with their kids, they always seem a little out of their depth. We thought there was something funny about Weetabix Golden Syrup giving our dad the edge he needs to get through the day.”